Page 1 of 9

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

I SSN: 2395-0463

Vol ume 03 Is s ue 01

Ja nua ry 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 181

A Study on Influence of Demographic Factors on Customer

Perception towards Audio Visual Advertising of DTH Service

Providers in Kurnool City

T. SESHADRI KIRAN1

, DR. B. C. LAKSHMANNA2

1Research Scholar, Dept of Management, Reg. No: PP MAN 0689-A, Rayalaseema University,

Kurnool, AP, India.

Email: kiran_tarimala@yahoo.co.in

2Professor & Research Supervisor, Crescent Institute of Management, Anantapur, AP, India.

Abstract

In today’s competitive business environment, customer is a hero. As customer is having

many choices before him, how the customer will picks up the best is the million dollar

question for the market players. It’s very important for the marketer or producer to meet the

need of the customers in order to stay in the race. The effectiveness of decision making will

depends on the level of awareness which the customer is having about the product. So,

market players need to position the product properly in minds of the customers. One of the

marketing tools used to create awareness among the customers is advertising which is all

about doing something to mind but not to the product. The aim of this paper is to study the

effect of advertising on customer perception. This study also covers how the demographic

factors will affects the perceiving level of advertising message by the respondents. In this

warfare, the firms are using various methods of advertising in order to position the product

and brand in customer’s mind. Through this study, an effort has been made to find out

different advertising tools and its impact on customer perception with special reference to

Kurnool district. For this study, the data was collected through questionnaire with the sample

size of 100.

Keywords: Demographic factors, Advertising, different techniques of advertising, Customer

perception and promotional mix

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Journal for Studies in Management and Planning

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I SSN: 2395-0463

Vol ume 03 Is s ue 01

Ja nua ry 2017

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Introduction to the study

In this competitive market, the promotional

elements are playing key role in making the

companies to stand in the warfare. Marketers

use many tools to increase the responsiveness

from the target market. These tools are known

as Marketing mix which includes Product,

Price, Place and Promotion. Promotion brings

an interactive communication between an

organization and its customers and it takes

place during the pre- selling, selling,

consuming and post- consuming stage. Such

promotional elements include: sales

promotion, advertising, Publicity, public

relation and direct selling. The main aim of

this research is to understand impact of

advertising on consumer’s perception. Every

decision making process will ends with two

kinds of behavioural reactions those are

positive behavior and negative behavior

towards a product. The perception is one of the

important parameters which can able to change

or decide the reaction of the customers.

Marketers should be aware of what the

customers perceive about their product. Hence,

the primary task of the marketer is to create a

positive perception in the minds of the

customers. To accomplish this task, the

marketers are using advertising as one of the

best tools. This study focuses on various types

of advertising tools used by the players and

how these are stimulating and influencing the

customers in process of making buying

decision. The researcher also tried to measure

effectiveness of different advertising tools

based on it’s influence level. The literature

review part has helped the researcher to gain

thorough knowledge and to establish a strong

foundation and back ground for the subject. In

this study researcher also tries to study the

impact of hidden variable which is also

independent i.e. demographical variables on

customer perception.

The various research methodologies are

analyzed & most appropriate one suitable to

study was selected to collect the primary data.

Introduction to DTH

DTH stands for Direct-To-Home

television. DTH is defined as the reception of

satellite programmes with a personal dish in an

individual home. DTH does away with the

need for the local cable operator and puts the

broadcaster directly in touch with the

consumer. Only cable operators can receive

satellite programmes and they then distribute

them to individual homes. DTH services were

first proposed in India in 1996. But they did

not pass approval because there were concerns

over national security and a cultural invasion.

In 1997, the government even imposed a ban

when the Rupert Murdoch-owned Indian Sky

Broadcasting (ISkyB) was about to launch its

DTH services in India. Finally in 2000, DTH

was allowed. The new policy requires all

operators to set up earth stations in India

within 12 months of getting a license. The

companies offering DTH service will have to

have an Indian chief and foreign equity has

been capped at 49 per cent. There is no limit

on the number of companies that can apply for

the DTH license.

The way DTH reaches a consumer's

home is different from the way cable TV does.

In DTH, TV channels would be transmitted

from the satellite to a small dish antenna

mounted on the window or rooftop of the

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Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

I SSN: 2395 -0463

Vol ume 03 Is s ue 01

Ja nua ry 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 183

subscriber's home. So the broadcaster directly

connects to the user. The middlemen like local

cable operators are not there in the picture.

DTH can also reach the remotest of areas since

it does away with the intermediate step of a

cable operator and the wires (cables) that come

from the cable operator to your house. As we

explained above, in DTH signals directly come

from the satellite to your DTH dish.

Literature Review

Sulthan Singh and Jaiman Preet Kaur studied

the impact of advertisements in Haryana. They

observed that TV and advertisement has

evolved as integral part of society. Their

findings, that children and family try to buy

product when they see the advertisements on

TV.

Mittal, Daga, Chhabra, Lilani found that the

advertisements on TV increases brand

awareness of viewers and they often ask for

products for which they saw advertisements.

Sometime it changes their behavior.

Abhilasha Mehta, in his research topic

‘Advertising attitudes and advertising

effectiveness’ had analyzed that buying

interest of the consumers are based on how

much the consumers are liking to look an

advertisement, the value of the advertisement

for the brands advertised and how informative

or truthful an advertisement is.

Sathya Swaroop debasish, states that the

television advertisement of mobile services

and handsets had resulted in relatively greater

impact on females, educated respondents,

unmarried class, higher income group and the

sub-urban class on purchase intention.

B.K. Suthar and R. Lathangi Through research

main focused on customer perception

measured on brand loyalty with dimensions

like; brand preference, brand knowledge, brand

need, brand recommendation, brand charges,

service quality and brand image. Also

evaluated customer perception on dimensions

of marketing mix It can be concluded that

brand loyalty and 4Ps are positively closed

with each other from customer perception

point of view.

K. Nalini and Syed Thoufic Airtel is one of

the powerful brand in India and it has been

successful in creating a strong impression on

the consumer minds with its varied products

and offerings to consumers on a huge scale and

even its customers at its best. From data

analysis there is huge market in youth are

using large extent to internet. The overall

objective of the study shows that how the

customers impact on sales promotional

activities of Airtel broadband services and to

find out their satisfaction towards the service

against its competitors. The study revealed the

picture of customer’s perception and

satisfaction which help Airtel broadband to

encourage more people to be the

customers/consumers of Airtel broadband.

Dheeraj Girhotra The DTH industry is gaining

popularity very fase and the consumers are

also ready to adopt this technology which is

helping the companies to gain market share but

this thing is to be equallu kept in mind that the

consumers is easily swayed away by the cost.

The focus s hould be on providing value for

money to the consumer with more brands in

the economy segment. The growth in

disposable incomes and the subsequent

demand ffor the multiple sets of DTH in a

single home are certain variables which are

expected to sustain the growth momentum of

DTH industry in India. The HD content also